‘How to map keyword strategy to B2B buyer intent’ – Marketing Land
Derek Edmond says, “Keyword research can be overwhelming for clients. In its most basic form, keyword research will almost always consist of a spreadsheet of hundreds, if not thousands of words and phrases, or “key phrases.”
In an effort to make this type of deliverable more “digestible” for clients, KoMarketing (my employer) will often organize these key phrases around core themes, like solution sets or product categories.
From there, we try to prioritize keyword recommendations based on available metrics such as monthly search estimates and applicability to the client.
Unfortunately, it’s not uncommon for any of the following to happen with the keyword research:
– Client gets overwhelmed with the volume of information at hand.
– In an ongoing program, we lose sight of the deliverable as a reference point for ongoing tactical recommendations.
– The deliverable becomes obsolete or gets ignored over time”.
Comments are closed.
